We learned a new term this week: COVIDwashing. Sound like a bad thing? It is.

The expression refers to coronavirus marketing messages coming across as inauthentic and self-serving, given the sheer volume of ads in the marketplace that appear to say the same thing. In a piece for CM sister pub AdExchanger, Gartner analyst Augie Ray suggests that brands are failing at differentiating their messaging—however well-meaning. His solution: focus on leading with actions rather than empathetic words.

Mathew Sweezey, Director of Marketing Insights at Salesforce, outlines six ways that brands can communicate to customers effectively during this time. Plus, he dishes on the brand’s conversion of a 10,000-person event into a virtual tour that garnered 1.5 million views.

Airbnb has gone virtual with its Experiences platform. Think: guided sheep meditations and coffee masterclasses live on Zoom. Marketers can glean best practices from the brand’s pivot, including prioritizing the pre-experience and leaning into virtual storytelling.

With so many more Americans adjusting to work-from-home situations, social media usage and behaviors have undergone changes, too. With that comes new priorities and interests from audiences. We outline the new optimal times marketers should post on social platforms to maximize engagement.

And for brands seeking to capitalize on the explosion of online purchasing, here are some tips for optimizing your website for ecommerce.

Until next week,

Kaylee Hultgren
Group Content Manager
Chief Marketer